Korte highlights uit onze podcast
1 min 7sYou just have to tell yourself, okay, what are my entities? Choose who you are and frame it in the entities, your values, your concepts, you as a pers
1 min 6sYou just record all the client conversations. Better your best clients. The clients who have the best results because of the solution you sold. Them.
1 min 6sthat's not true, but I know why you think it. You think, okay, first of all, a lot of marketers tell you to choose a niche because then it's more easy
You just have to tell yourself, okay, what are my entities? Choose who you are and frame it in the entities, your values, your concepts, you as a person, your team, your methods, everything. Ask AI for your entities. Then start to share it consistently online over time and then start your client conversations immediately when you are working with clients. After you worked with clients, ask them questions, ask them feedback. And then you have data transcribed the conversations and give it to AI and ask AI what is my niche? And it will give it to you. And then suddenly it starts to work because then you have the niche and then you can talk to your niche, even to your ideal customer and then suddenly everything you are sharing connected to your entities will hit. It will hit harder. But first you have to do the work. You
You just record all the client conversations. Better your best clients. The clients who have the best results because of the solution you sold. Them. So the service or products you sold them, they have the best results. It doesn't matter what the results are because you've built a solution for something, so the results are a result of your solution. So that's amazing. So, if you do that and you talk to the best clients, then you transcribe these recordings and you ask an AI model to pick up the role of the niche finder. And then you ask, okay, what's what's my niche? And then you discover the niche. You don't give it upfront, just like you don't give your career for your son a name when he just is born. Like my son, Joah. Okay, Joah, you have to be a physician. No. It's crazy to do that, just like naming your niche.
that's not true, but I know why you think it. You think, okay, first of all, a lot of marketers tell you to choose a niche because then it's more easy to talk to your ideal customer. Ideal customer is also a result. So that's what marketers do and I know why because it's working. When you pick a niche and you are starting to talk especially to that niche, you will have traction in the beginning. But you are building a business that's not working for you. So, that's not working for your clients and customers as well neither, because it's not what you thought of as the business. So yeah, you can generate traction by choosing a niche, but it's making you smaller than you are and you want to help more people. That's what you think and what you feel. In the end, you don't care because I know that it depends how how big you want to build your business. It
Choosing your niche is like naming a career of your son before he is born. Would you imagine? My son, Joah, he is now 20 and I'm like, okay, when he is 20 years old, he is going to have this business, or this is what he does for the living, or this is where he lives. No. It's crazy to do that. But thinking about niches, we try to do the same thing. And it's really not not normal to try to do that. I'm going to explain you in this video why it's the opposite almost like that. Because you have to choose who you are. Be so specific of who you are as a person, as a founder, as a business.
Okay. This video is coming too long. Maybe it's still hot because it's still hot and my brain starts to be cooked. So I'm I'm going to drink a glass of water and please ask AI, okay, what are the entities of my business? Ask me all the questions so you can answer me. And if you do that, you have the entities and start talking about these entities. Not every day, not three times a day, three times a week is enough for AI. And please, please, please put it on your domain, on your own website and make your own website a living organism of your entities. That's the most important thing
it to find the strategy, find the personal stories to talk about it. And if you find these stories and you talk about your entities in different angles, Find ways to stay in love with your entities and your business and be passionate about it. And if you do that, I promise you for three to six months AI will start to find you and cite you to your audience. And that's why I am recording these videos and that's why I was walking outside, saw the bird, thought about, okay, your bird, the bird knows I need water. It it's not changing. The rest of its life, it needs water. Just like you have to brush your teeth the rest of your life. Maybe you get tired of it, but you still do it. Do it in the same way talking about your entities, about your strategy. Have your strategy clear, have your target audience clear. You have to understand that if you are a starting entrepreneur, you don't have an ICP yet. You have to talk to your audience at the trigger points and after one, two, three, sometimes even after five or ten years, your ICP will appear suddenly. Suddenly you see what your target audience is. It's it's something you discover, not something you create. That's
They need water. They understand water is the DNA of what I need right now and the neighbors know, okay, it's hot. Birds need water. That's it. That's the connection. And why this hurts for me is because a lot of entrepreneurs, experts, consultants, coaches, trainers, specialists, they still think one in in one way, okay, I need to put out a lot of content all the time and I need to tell personal stories all the time and just make content to make it about content. But I'm telling you, it's more about structure and strategy. And if you have that in the right way, you use your strategy in the right way. You think about your strategy. You think about the trigger points. At what time can you talk to your audience? At what time your audience listens? Because that's more important than when you talk to them. You can talk all the time to your audience, but there are several points in their lives they listen to you. Okay. So you have to use the same words over and over again. Especially now because the the opportunity is wide open, just like the moment when SEO starts to be used by a lot of people. Nowadays it's AI. You have the opportunity but you have to talk to your audience in a structured way. You have to have the vision.
then have a closed loop, the rings of entity and that that's amazing. But because you need to talk in the same way about your methods, your frameworks, your entities, you have to think about it in strategy, not just in content. Because if I was talking about the bird in a way like, okay, let's let's make the story a little bit different on Instagram. Because I told the story already on my website about the water, now I'm I'm talking about leaves or sticks and the bird. And it's different, so that's not going to work. So the connection needs to be exactly the same. So when I'm talking about the bird, the DNA, it's it's pretty logical. My neighbors understand the bird needs water. They don't think about it like, oh, maybe we can build a house of sticks for the bird. And the bird is not like, oh yeah, I need a house of sticks right now. It's really hot. I need sticks. No. It's just thinking in the same way. Birds don't think, they just
Content is not a content problem anymore. It's a strategy problem. So this week, it's it's really hot outside here in The Netherlands. This week it was like 33 degrees. Really hot and humid. So I was walking outside because I wanted to create some content. And for me, it always worked. Okay. When I want to create content, I start walking and brainstorming and automatically when I walk, I see things happening outside or I think about something that happened this week or in my life and suddenly I have the story. So I was walking and suddenly I saw one of the neighbors putting a little bath outside with some water, just a small one.
What happens to your business when LinkedIn or Instagram cut your reach by half or maybe 80%? And it's normal. There are shifts happening right now and also in the past, it happened a lot of times, that when algorithms change, businesses fall down. They fall from a cliff. And it's amazing how many entrepreneurs still hold on to all these algorithms. Well, there's a new game in play that can help you with this. Because to be honest, LinkedIn introduced a new algorithm. They will roll out this week, next week, and now it's May 2026. And they will start to find AI written content, which is great, I believe, if it's done in the correct way. But there's a
I just came from the the barber and she told me she's never asking Google anymore. She's 24 and she's she's asking everything at ChatGPT. I told her, okay, maybe it's better to switch to Claude at the moment or to Gemini, but that's that's the thing. She is not using Google anymore. So you have the chance to be mentioned by the AI models if you use your domain and see your domain as a company, as a media company, so it will start to make money for you. And if you use that vision, that focus for your website, that it needs to be alive in the right way, then you will find customers find you within the next three to six months. And it's a big opportunity right now. So I would say grab that chance and go and create wonderful beast machine of a website in the form of a media
Therefore you have the same chance as when SEO became big. So around 2012, if you created an article, one article, very good following the rules of SEO, you will probably hit number one on Google immediately. I did that with an article in 2012 and I hit just in The Netherlands. So in The Netherlands, it's a small country. My article was read by more than 125,000 people because it ranked number one on a real good search term. And nowadays, you have the same chance if you structure your data on your website, you keep it alive, your website, your domain, your media company, your hub around the same topics. So that's important. You have to have a clear vision for your business, the right strategy for your business, the right outlook for your business, and you have to talk around around the same topics all the time. So pick three to five topics you will talk about all the time for the next three months. After that you can make your your content a little bit broader. You
that that can be the entity of one. Of one is important that you are relevant as well and you use distribution as well. So that's important. And it's important, that's why I say the the right words, the right frameworks, the right audience, the right vision, all structured in the same words, because otherwise there will be an entity gap, because the DNA of your business and your domain and what you place on the other platforms needs to be structured in the same way. You need to say the right things. So, for example, I say entity of one, that's a framework of mine. If I call it sometimes the one entity, it's not grabbing. It's not AI will not find it because it sounds different. It's different in structure. So you need to name it by the right things all the time the same at every
Because that's what an entrepreneur does, you solve problems for money. That's that's it. It's simple as that. But if people want to give them their money to you, it's really like you have to understand they have to trust you and because people trust people and not systems, not not AI. Some people do trust AI too much. That's for a different video. But you have to understand this. People buy from people and they want to get to know you as people, not as a structured person who only shows this 5% of who he or she is. No. They want to see
What do you show them? And it's not only what what do you show them on a picture or in video, but how consistent are you posting, what are the subjects you are posting about. It's really all about that and people are framing you because of that, because of what you do. And of course, what you say as well, but what you do is even more important. And that's what a lot of marketeer marketers forget. It's not about what people say, it's what what people do. Because if you say one thing and you do another, then you can be trusted. So it's important that the things you say, you do them. But also what you do is how people can measure you. They can calculate where they can place you in the whole world. It's really about that. So marketing is more about you as a person in your and your identity and even your team can be inserted as well. But it's important to understand this because when you see it like that, immediately start to understand your content can represent something else than just the brand you are promoting or the product or service. Now people want to know who you are, what you do, why you do things. And that's amazing because it's more easy to generate content because it's it's not going to be boring very soon, because you can talk about a lot of things and people like it, because they just want to get to know you, because they want to know if when they give you your money, their money, that you are the person who is going to solve their problems.
the brand, not your strategy, not your vision, not your building. You as the entrepreneur or you and your team. Because people buy from people. It stays like that. That's something that won't change within a year. Probably, it will even become more important to understand this. People buy from people. So what do they want to see? A human being. They don't want you to geek out all the time about your product. Yes, that's important. Maybe 20% of your content needs to be about that. But the most important thing is it's about you. People want to understand who you are. And there's one thing that's so
I I believe it's really working when you show a lot of you the unfiltered you because then people can judge you and when they judge you, they can judge you in a positive or negative way and the positive judging is good for your business and the negative judging is good for your business as well. That sounds crazy, but it's the truth because when you people want to belong to a group and when people have the feeling they belong to a movement or to a group or to a person, they of course have the feeling as well they don't belong to a different group or person. So that's amazing because those persons, they judge in a negative way. It doesn't have to be really negative, no, it's just not positive, so it's negative in that way. They they don't trust that person or they don't trust that solution or they don't like that person because their accent is weird. Yeah. That's that's possible. It's it's amazing. If you don't have an accent, you you don't you have a disadvantage. If you have an accent, people like it or dislike it and that works that works really great. People buy from people and I want you to understand this. I want you to show more of yourself in videos. That's the best way to show more of yourself in pictures as well, about your life as well, so people can judge. And if they judge you in a positive way, you get business. That's it.
The number one mistake most marketers make is they make marketing the most important thing. It's not. It's secondary. First, you have to take a look at the identity of the entrepreneur or business. So what you have to do is take a look at the founder or the team and map their identity. So make sure you take tests, maybe find their big five and self determination theory, stuff like that. Scientifically proven tests. Because when you've mapped out their identity, you can map the marketing onto that identity. And then the marketing input and output will be much more valuable because they are standing behind it and they have the feeling they are doing it in the right way, in their way.
How many lives have you lived? I don't mean this in a spiritual way, but once a mentor told me, yeah, but Paul, you have lived so many lives. And it was at the moment we had to tell stories to my colleagues one I had to tell one story that was fake and the rest of the stories needed to be real. And I had so many stories because my mentor told me, okay, yeah, but you've lived so many lives. That's true because I had my own bar. I was a DJ and a producer. I did artist management and coaching. I had my own record label. I was a manager at the big phone company, stuff like that. And a lot of things happened in my youth as well. But to be honest, everyone including you has lived a lot of lives in this life. And all those lives, those parts of your life have stories inside of them. And it's important to think about these parts of your life, these lives within your life and to think about stories to connect your intellectual property, your knowledge, your skills, your expertise from your business, connect that to those stories and tell those stories in videos. And when you do it, people feel attracted because they learn something from who you are and besides of that, you can insert a lesson or an insight or a point of view or a vision or a strategy and that's amazing because it's an easy way how personal brands grow, to tell stories about your life and within that story you can insert something about your business. It works great. So again, how many lives have you lived?
Stop giving value in the form of information. You're not a library. People don't want to get information from you. They can look it up everywhere. They want to see you taking a stand. They want to see you, how you think, why you think like that, what your vision is, what your strategy is, who you are. That's more important than information. So don't think about your knowledge and your intellectual property as information source. See it as a way to tell people or to show people where you stand.
And yeah, you can you can fool yourself by thinking, no, no, no. I really am really grateful when some people give me free advice and free value. But to be honest, the most value in your life when you look back in in your life, the most value you've integrated in your life and your business came there are exceptions, of course, I understand, but most most of the time it's because you you paid something. It's really like this. For me, this video is life on identity first marketing and I'm building this channel, so there's no call to action at the end of this video. It it sounds like that. But the monetization for me, because in this video is monetization as well, I'm going to reshape this video as well. So now I'm recording this but it's possible you can read this as a blog article or as a social post with the carousel. It's possible. But for me, the monetization is asking you to follow for more advice because while I'm building this channel, I'm giving all this advice, all these tips, tricks, all these insights for free. For free. Just to let you know, okay, I'm here. I know what I'm talking about. I know what I'm doing to build the channel, to fill the channels with all the content. So if you land on my channel or another potential customer lands on my channel within six months and there is content every day coming for six months, it's a full
Every entrepreneur needs to build a media company within their company and this sounds a little bit crazy, but think about it. You are already doing that or trying to do that. We use the media juice framework. When you have media, video, audio or text, you reshape it into social media posts, long form video, short form video, blog article on your website, podcast on your website, etcetera. Then you make sure you can distribute this to the those channels and your own website, and then you monetize it.
got the source media, the media, the video, audio or text. You reshape it into social media post, long form, short form, etcetera. You put it on your domain and you make sure the distribution is right to all your channels and then you monetize it. That's it. Think about it for yourself and maybe, it sometimes happens, that there is a bottleneck with one of the other steps. So
you see it as as something that costs something, like an investment, then it's not a company. Then it's just a part of your company and you see it as an investment. That's great for some things, but for your media, it's not. For your content, it's not. You need the monetization part. And I know a lot of experts I speak to, they just don't want to do that because they don't want to be the salesperson or the pushy guy or girl. No, I understand this. But think about it. When can you as a person, when is your business, at what point delivers the most value to your customer? It's when there's a paid transaction because if they pay, they pay attention.
This one thing is really missing in marketing nowadays and that's passion. Because when I'm looking at an entrepreneur who's talking about the things he loves, then it's about passion. But all they are doing is in their mind, in their head, they are thinking about, okay, is my camera set up right? Is the lighting good? Uh, what do I need to say? How to say it? What do I wear? It doesn't matter. If you just show passion for what you do, it matters most. And if you show passion in a video, it's attractive and people want to follow you because you have light this light in your eyes about what you are doing. And that's something I'm really missing a lot because it's all tools and stuff and all distraction around it. I just want to see you talking about what you love most.
Yeah. Google is finally stepping up their game. They finally acknowledge the existence of AEO and GEO. It's amazing. They do it in a Google way by giving you a guide about SEO and telling you that AEO and GEO don't exist. That's how they acknowledge it exists. It's amazing how that works in a brain. And they need to do it because they are losing terrain, they are losing their monopoly and of course, businesses are cited by AI. They are almost never in the top 100 ranked in Google, so they needs to do something. So that's why they brought out this guide. It doesn't help you. It doesn't help you in a new way. It just puts you into their playing field and not in the playing field that's much broader and gives you all the opportunities that are right now. So for you, it's important to understand that this action from Google means there's something really shifted already and you need to focus on AEO and GEO as well. SEO still, but don't believe all the SEO SEO dinosaurs. They try to keep you focused on SEO because that's are specialty and if they ignore AEO and GEO, you need to ignore those dinosaurs.
You can't create demand. You're not a gangster stabbing tires who owns a local garage. No, you're not. You talk to your potential customer at the moment they think about your solution. A simple example is, you don't sell umbrellas when the sun is shining. You're are not going to try to sell them, hey, when the sun is shining, use my umbrella so you don't get tan and you won't get handsome. No.
It eats away the the the easy companies who worked product first, who built marketing and sales teams. And for those businesses, I say, okay, there's intellectual property in what you did in marketing and in sales, so you can start helping other businesses how to do that. That's amazing. So I believe AI is only an accelerator in bringing quality into the light and helping experts to grow if experts do it in the in the right way. It's it's really like that and that's amazing and and I believe that when experts grow in this way, they transform and I still, for me, can solve the problem I want to see solved. And like I said, every business owner, if you can solve a problem in a way that that problem doesn't exist anymore, nowhere, then you're real then you are really successful. And if that's your goal all the time, you will become successful. That's amazing.
AI cannot understand that you can say, okay, put the herbs in in the pan and let it bake for like one minute. But that's not the case because every fire, every source of heat, every pan is different. So what do the good cooks do? They smell. They know at what moment they have to put in the water or the next ingredient because of smell or hearing. It's so much deeper and you as an expert, you you don't know this because for you it's normal. You don't even notice. You use all yeah. Even your nose, your ears, your eyes, your all your knowledge, the deep knowledge about everything. You don't even understand it from yourself that the deeply knowledge you have gained over the years is so special that you have a lot of value for people.
is not killing businesses. A lot of people think it is, but it's not. AI only kills teams who are very good in marketing and sales and fell in love with one or several products. They work product first, not problem first. And that's why we believe AI is killing businesses, but real businesses, real entrepreneurial minds think in a different way. They don't think, okay, I see one product and that product is the thing I'm going to sell. And because when a business owner develops a product, they always develop the product problem first. So they see a problem in the world and they start developing a product or service and they start talking to people who have those problems. Because at that moment, you can develop a product that is helping those people and is solving those problems. And then, you will develop something, a product, a physical product, or a digital, or a service.
you can also say, good or you can say, good. You you can say it in different kinds of energy. And the translator needs to catch that. And it it catches this because of the context of the words. But if you have the context of one sentence, okay, that's nice. But if you have the context of a whole page, that's a little bit harder. And if you have the context of a whole book, whole book, it's much harder, much much much harder. And, okay, you can say, okay, AI is getting more context windows, so 1,000,000 tokens at this time is normal. Yeah. But the quality goes down after 400 k words already. Yeah. Okay. But tokens and not words. Yeah. Okay. But a small book can be translated. Yeah. It can be but there's the soul, the the feeling of the the whole book. And AI is not capable of catching this because then you have to be aware of the context around the book. It's a real world thing because a book only can exist within a real world. Yeah. Even Lord of the Rings. Because Lord of the Rings is so great, it touches the real world. It feels like if it could happen one time or could have happened in the past. So the whole world is a
is not killing businesses. A lot of people think it is, but it's not. AI only kills teams who are very good in marketing and sales and fell in love with one or several products. They work product first, not problem first. And that's why we believe AI is killing businesses, but real businesses, real entrepreneurial minds think in a different way.
More content is not the answer. More visibility is and those are not the same. Most experts think it is. They think, okay, more input is more output is more visibility. But content is only one ingredient, while visibility is the whole dish. Three things build visibility. One, a sharply defined entity. Two, real depth on one subject. And three, work content that possible to be quoted. You can create a thousand pieces of content and be invisible or you can design 20 great quality pieces. that are possible to be quoted. They can travels across humans and channels and you will win. Volume is not the answer. The answer lies in the design.
Stop trying to be the viral content master. That's not who you are. Of course, it's possible for you to go viral on Instagram or TikTok. That doesn't matter. But don't make videos as if you are the content marketer. You are an expert in what you do. So people just want to see you doing what you do best, talking about what you do best, why you do things differently than other people, and why it matters to you. If you just record videos like that, that's very helpful for you. Don't try to find the best hooks, the best content reels. It's sucking energy out of you and it's distracting you from the focus you must have.
amazing. You can find it. You can ask AI about it and chat with AI about this thought. But for you, it's more important to talk to your audience about this and to write it down for yourself, to think about it yourself because at that moment you can start to talk more to their to your potential customer at the moment they need you. Because when you talk to them and they are watching you online and you are talking about a situation, that situation it's it's like a time traveling machine because when Even when you think about something, a sit that happened to you, your mind is time traveling to the past. So you bring them to that sit situation where your solution is the normal choice. So you connect their brain with your solution and to think about you. Maybe they don't want that solution at that moment from you, but they start to think about you every time they get into that situation. And suddenly, it will click and they will call you or send you an email and they want to buy your product or service. So this is the first thing to do.
And why is that more important? Because if you start with assessments or with a video review page or all the other marketing stuff they are promoting online where you get some PDF or e book or funnel or webinar. You have to watch out. It's not a solution for a problem you think you have, while the real problem is something else. And the most important problem for entrepreneurs is that the language is not there yet. You have to think and talk think more for yourself, talk more with your audience and your customers about what it is, why they called you, why they want your solution, and at what moment they need your solution. And at that moment you can structure your website even around that. This is one part of course. For me it's important. I'm telling you, quit with all the, hey, receive this from me and you will have an infinite amount of leads for free. That's bullshit. That's not correct. That's not helping you. It's creating another problem and it's not going to the the core, to the fundamentals. So what is the fundamental thing for you to have your story straight, to know what to say, and that's
leads dry up because you listen to the wrong advice. And I understand this because I know your situation. You have to understand that a lot of people trying to help you, but they try to give you a solution for a problem you don't have yet. And because you don't have that problem yet and you think you have that problem, they can sell a solution that's not working for you. I will give you an easy
know in 100 videos more, I will connect with you even more, faster, better. Or maybe not, then you're not my my potential customer or my customer at that moment. But it's it's really like that. It's getting more sharp if you think about it and talk about it and it's making your brain think in a different way if you think, okay, at what moments does my potential customer really think about me? And sometimes that's easy, sometimes it's a little bit hard, but I challenge you to do this instead of the read all the PDFs for the free leads. That's not working. Try it for yourself.
There is a lot of rumor going on about the giveaways, the free giveaways on LinkedIn, for example. Where you've got the nice post and they tell you, okay, this one page is giving me the most revenue. If you have this page, I I'm sure you will have the best revenue in years. You will grow immediately. It's crazy if you only have this page. So you got hyped up hyped up. And then you have to react underneath that post with the word page or leads or give me, I don't know, something. And you receive the message with the funnel and you get all hyped up and then they are going to tell you what kind of pages it it is. And this page, it's it's an existing page and it works in the right time, but not for you. This page is like the review page, the video review page.
This switch is turning you into a content machine, really, and you're sleeping on it. And I know what's happening right now. Your head says, I don't know where to start. I don't have anything to say. People are not waiting for me to be an influencer on a video. I don't want to be on a video. But this the is turning you into a content machine. You know all these voices are very egotistic because it's not about you. It's about the solution you created and it's about the people who you created this for. It's not about you, so you don't even have to talk about you. You just talk about the solutions you have for those people. And if you do that, it's not even about you, so you can place yourself in some kind of corner and just talk to your potential customer or customer about your passion. And I know the other voice is, okay, what do I say? It doesn't matter. Just talk about the things you really love Because people love to watch people on video talking about something they are passionate about. It's life energy. They want to see it. They want to feel it and then they want to buy from you. This switch is turning you into a content machine. I promise.
Never create brand assets. No. That's what a lot of entrepreneurs think. They think, okay, I need to go to Nepal, go hiking for three days, no food, no sleep, only training, walking, naked into snow. No. That's not how you find your brand assets. You don't have a sudden epiphany like, ah, this is it. No. It's much easier. You just have to talk about your brand a lot of times in content. And when you do that and you repeat it, it starts to become normal for your brain. It starts to become deeper for your brain. And suddenly, when you pay attention, you will find there your signature, your color, your visual, your methods, your framework. You can discover it in your own content. The only thing you have to do is make a lot of content and then pay attention, look at it and you will find your brand assets. And remember, when you say the same thing 30 times, you get sick of it, but your audience is like, ah, that sounds familiar.
Improve your AI curated text in seconds with this one sentence and it's really making a big difference and almost no one knows this. When you insert your text and you ask it to change format, then what an AI model does is start starts to think in Chinese. So if you insert your English or Dutch or German language, it starts to think in Chinese. It gives the answer and before it gives you the answer back, it needs to translate it as well. So that's a big problem for your output. So there's one sentence you give to your AI model and it changes a lot. What you just have to do is tell it, okay, think natively in English and write natively in English. Or if you want to have a Dutch text, okay, think natively in Dutch and write natively in Dutch. That's the only thing you have to give to an AI model and the output is much much better. Try it.
The language has to be the same. So if I'm thinking about rings of entity and I'm talking about the entity gap, those are two frameworks of mine. And then when I talk about it, you can cite it because you understand it's rings of entity. You hear it, you think of it, okay, what are the rings of entity? Ring zero, the DNA of your business. Ring one, it starts to be visible on your own domain, your own media company, your website. Ring two, all your socials. Ring three, external sources. That's it. That's a simple framework to remember and you can cite it to other people as well because you start to talk about it and you start to explain about explaining these things and it's very easy for you to to understand that entity, that framework of mine. And then you can say, okay, but that's only a framework, Paul. Yes, I know. You don't have to make every content about every entity. You're not doing that because there's an advantage from AI. You can live everywhere on the internet. It doesn't matter where you live, where all your entities live. They can be at different spots and AI can understand it because the entity lives in all the four rings consistent with consistent language. So they they AI starts to understand, hey, this belongs to my name, Paul Veth, and this belongs to, in this case, Identity First Marketing and to Identity First Media. So that's starting to be a cluster of entities and that's very easy. So entities are very easy to
It's still the same, the ICP, the CEP, your you as a person, what's what's in you that's living on the internet? So not the whole you, but the part of you that lives on the internet. What's that about? Are you someone who likes to run marathons, for example. It needs to be in there. Then your location, your solutions, your services, and stuff like that. Just ask AI what needs to be in the entities and place it on your website in the structured data as well. Place it that's ring one. Place it on your social media as well, ring two. And let people understand what it is so they can cite it. Those are the rings of entity. And if you understand this concept, this will suit you. This will help you a lot and you have to be very clear about one thing. As soon as you start to be tired of naming your entities, then the audience at that moment will start to pick it up. So you have to push through because you want to have new entities and then your audience starts to recognize you for the entities they just found. It's like that.
call it the rings of entity. It's very easy. Ring zero is the DNA of your business, the whole DNA. And to be honest, there's a big gap lying there because especially experts, consultants, trainers, coaches, they have this really solid DNA of their business. Maybe you recognize this, but there's this entity gap because all your intellectual property property, everything you know, everything you do, your passion, all the entities, they are inside your head. They are not written down anywhere or maybe in a lot of brainstorm sessions, but they're not even on your website. And your own website, your own domain is ring one. From there, it's the visible part of your business. And the entity gap, the biggest gap lies there from ring zero to ring one. So ring one is your domain but you have to see your domain not as a static landing page. Your website, your domain needs to be like the media company. It needs to live. You need to place content on it every week and preferably more than once a week. And I know that's a lot of work. We That's why we created Identity First Media to help you with this, to help you bring out more content more easily on your website, on your domain, on your media company.
there are several things that are important for AI to mention you, but one of them, and that's what this video is about, is about entities. And you can see entities as this crazy word. It's a new thing in marketing right now, but it's very important for AI and you can say entities are the visible DNA of your business. It's like that. You can think about it in groups, in labels like your ideal customer profile or you as a person, the person scheme. It's a structured data in underneath the website. We we come back at it in another video. But it it's those groups, the location where you're at, the services you deliver, how you work, what solutions you bring or what answers you bring to problems. Those are all entities. But the only thing you have to know and to understand is that you have to talk about these entities from your business in the same way at every ring of entity.
Inconsistent language about your business across all the internet makes your AI visibility drop like hell. It's crazy how fast that goes. Nowadays, it's pretty normal that if you are number one, two or three in Google that you're not even mentioned by AI. While in the past, you were the authority. Now, you're not even seen anymore. AI doesn't say your name to your potential customers. They don't care about Google ranking. It's really it's really like that. 80% of the business owners who is mentioned by AI is not even in the top 100 on Google. It's
86% of AI citations go to websites with at least five pages around the same topic. That's what topical authority is. And it's important because I know a lot of experts, they put in a lot of effort to write one blog article or to record one video about one topic, maybe even their main topic. But then, that topic only lives on one or two, maybe three pages on your website. And they you don't have topical authority. And I understand this be because in the past as well when I was writing a blog article, I was like, okay, I make this one a good one. And then I it took me like two or three days and then I had this monster blog article and I was like, yes, now people can find me. But they didn't because it's only one page and AI doesn't think it's an authority because you have one page about the topic. It's like, okay, you wrote it once time but you don't understand it deeply. That's not correct. You do understand it deeply but AI doesn't know it. So look at your website, pick the three topics you want to be known for and create at least five pages with deep knowledge around those topics and you will see that AI starts to cite
The moment you start to be tired of your brand assets, your audience starts to find you. So what a lot of experts do at that moment, you start to be tired because you think it's not working. At that moment your quit and you start to rebrand. And that's the biggest mistake you can make because at that moment you want to rebrand your brand. as that moment you start to find traction and you need to build in it. So what I do for myself because I know this, I understand this, I can to do that same as you, but what I do is ask myself one question. What can I do to fall in love start with my brand? And if I answer that question, I find my passion about my brand and then is can build on that passion and I give it new energy and it drives new traffic to me and a lot of more because people start to understand me, they start to find me, they start trusting me and that's the moment it starts to be enjoyable. And that moment is just one inch away. Don't quit your old brand. Ask yourself, what can I do to fall in love with my brand again?
So many entrepreneurs are still thinking in the old way. They think media is centralized, but it's not anymore. Yeah. You can think, okay, social media lives on different platforms. Yes. That's a little bit decentralized, but not totally. And thanks to AI, every media can be and will be decentralized. That means that every website will become an endpoint and AI has to talk to your website. That's it. There is no central hub anywhere. It's all decentralized. And that's good for you because with decentralized media, you are in control and not any platform is in control. So that's good news if you understand this.
Ask something small, give something big, propose the next step. That's what I call the funnel of trust. It's easy. Last time I was talking to a customer of mine and she was sick of it. She said, I hate all the pushy, hard-ass ass sales people. Because, first of all, she doesn't want to be that girl and a lot of entrepreneurs don't want to be that man or woman who is pushy and you don't want receive message messages of people who are pushy. So, what do you do? You don't want to push and you don't want to be like reactive, passive. No. You want to be in the middle, in the trust funnel. That's Trust. The funnel of trust is very easy. You ask something small like as an assessment. That's a great starting because you receive information that's very valuable for you and you give something big. Because you ask an assessment, you have like three outcomes and for every outcome, you create a trust pack. And you just give the potential customer exactly what they need. They fill in the assessment, you know what they need, you give them a trust pack. What's a trust pack? Just an email with three to five resources like a webinar, a video, a blog article, a PDF, a bigger assessment, a phone call, it can be anything. But for that person, if you write e books, write three e one just for every person. That's okay because e just a normal e book, it doesn't work anymore. When did you launch an e book now and say, okay, here, get my free e book. Give me your email. Nobody wants that. Ask something small, give something big, a trust Pack. And then, what do you do after the trust Pack? Nurturing sequence. Just five emails, three to five emails. And of course, in every email, you have like the call to action. Okay. Book a phone call. You propose something. Book a phone call. Buy my small product. It's okay. I love selling. I love sales. I love marketing as well if it's done in the right way. It's really like that. And it's like when you kiss a girl for the first time, you don't go go all in all the way immediately. You make your intention clear, you go 85% and you wait and it's for her to come the next 15%. It's the same with customers. Ask something small, give something big, propose the next step, the funnel of trust.
You are really bad at making content. That's what you might think. But it's really the opposite because a lot of entrepreneurs think the content they make needs to be perfect. Camera studios, a green screen, everything perfect. But I promise you that the most perfect shots are not doing great on social media. Because you know why? People want to relate to you and if you show up perfect, then they cannot relate to you. It's too far from their space where they are. They need to see you and they need to think and feel, okay, that might be possible for me. That's a step I can take. That's what I can manage right now. That's why it's important for you to push out all the content you need because people just want to relate to you. They don't want perfect, they just want to see you. That's why I do everything identity first. It's really like that. Identity first and your identity is not perfect and it is in another way, it is. But it's not the perfect picture. It's not like the the nice rainbow paradise you want to show to people. You want to show the raw you, the real you. And that's not perfect. It's not polished. It's not amazingly great. It's not like a blockbuster with like the budget of $250,000,000. It's just you. And if you talk about the things you are passionate about, that's amazing. People really love that. Today, I was talking to a bakery and this person, this guy that this entrepreneur is amazing. He talks to me about all the specific things he really needs to understand to know about outside temperature, inside temperature, timing, oven settings, everything. And it's really inspiring. And you know, after that I was eating the bread and it tasted it tasted better because, you know, I know the depth of what he told me. I know what kind of passion, work, knowledge is inside that bread. It was amazing. Maybe it was just because it was still a little bit hot and crusty on the outside, it was amazing. Just be you in content, that's what the world wants to see, not the polished perfect you. They hate it.
Ask something small, give something big, propose the next step. That's what I call the funnel of trust. It's easy. Last time I was talking to a customer of mine and she was sick of it. She said, I hate all the pushy, hard-ass ass sales people. Because, first of all, she doesn't want to be that girl and a lot of entrepreneurs don't want to be that man or woman who is pushy and you don't want receive message messages of people who are pushy. So, what do you do? You don't want to push and you don't want to be like reactive, passive. No. You want to be in the middle, in the trust funnel. That's Trust. The funnel of trust is very easy. You ask something small like as an assessment. That's a great thing because you receive information that's very valuable for you and you give something big. Because you ask an assessment, you have like three outcomes and for every outcome, you create a trust pack. And you just give the potential customer exactly what they need. They fill in the assessment, you know what they need, you give them a trust pack. What's a trust pack? Just an email with three to five presence like a webinar, a video, a blog article, a PDF, a bigger assessment, a phone call, it can be anything. But for that person, if you write e books, write three e one just for every person. That's okay because e just a normal e book, it doesn't work anymore. When did you launch an e book now and say, okay, here, get my free e book. Give me your email. Nobody wants that. Ask something small, give something big, a trust Pack. And then, what do you do after the trust Pack? Nurturing sequence. Just five emails, three to five emails. And of course, in every email, you have like the call to action. Okay. Book a phone call. You propose something. Book a phone call. Buy my small product. That's okay. I love selling. I love sales. I love marketing as well if it's done in the right way. It's really like this. And it's like when you kiss a girl for the first time, you don't go go all in all the way immediately. You make your intention clear, you go 85% and you wait and it's for her to come the next 15%. It's the same with customers. Ask something small, give something big, propose the next step, the funnel of trust.
Ik wil gewoon dat mensen naar mij toe komen. En ja natuurlijk heb ik een website en natuurlijk kunnen ze zich inschrijven op mijn nieuwsbrief zeggen ze dan. Maar dan moeten mensen gewoon naar mij komen. En dan komen ze gewoon vanzelf naar mij. En dan kijk ik ze aan en dan blijf ik stil. Dan snappen ze zelf ook wel dat dat ook niet de manier is. Maar de middenweg en ik ik hou helemaal niet van de middenweg, want volgens mij is het gewoon een totaal andere kant op. Maar die zit daar tussenin zou je kunnen zeggen. Het is niet aan de ene kant het agressieve, het pusherige, het opdringerige, maar het is ook niet het reactieve. Niet het achterover leunen en klanten komen vanzelf.
Een hele diepe zucht en ze sloeg er handen voor er ogen. Ze zei ik ben er helemaal klaar mee. Ik wil niet opdringerig zijn. Ik wil niet pushen. Ik wil dat helemaal niet, helemaal klaar ben ik ermee. En ja, zei ze Paul, ik ben er ook helemaal klaar mee dat dat mij ook aan de andere kant overkomt. Dat mensen alleen maar aan het pushen zijn, dat ze opdringerig zijn en dat ze continu maar blijven aandringen omdat zij het beste met me voor hebben. Wat een onzin. En dat beeld dat heb ik nog steeds voor ogen, dat ik met die klant van mij zit en zegt ik ben er gewoon helemaal klaar mee. En ik snap
is gewoon onderzocht dat mensen gewoon echt ja, vertrouwen nodig hebben. En als zij vertrouwen hebben in jou, doordat er voldoende geconsumeerd is en daar helpt de tros pack natuurlijk bij. Als jij podcast afleveringen naar iemand gaat sturen en diegene gaat gewoon 2 uur naar podcast van jou luisteren. En ook nog in jouw podcast waar ze dan al in zitten ook nog andere dingen aanklikken die ze interessant vinden. Ja, dan weten we gewoon dat het zo is dat wanneer zij 10 punt 4 touchpoints hebben van jou, dat er dan iets klikt in hun brein en dat ze je vertrouwen. Dus veel handiger om een trust pack te geven dan om ze in een keer door een funnel te trekken. Dus de funner of trust superhandig, Vraag iets kleins, geef iets groots en reik ze een vervolgstap aan. 85 procent ga jij, dan de uitnodiging en die laatste 15 procent komen zij. Hebben ze dus 3 keer minder spijt en betalen ze 3 keer zoveel geld aan jou.
Zonder daar iets vaags van te maken. Juist in jouw leven ben je gevormd tot wie je nu bent en als je dan een plek hebt online om dat te delen, ja dat vind ik heel erg gaaf. En dat is eigenlijk de cirkel terug naar toen ik zag elk bedrijf wordt een mediabedrijf. In al die tijd dat ik ook werkte als dj en producer was ik bezig met media, het begeleiden van mensen. Het enige waarmee ik bezig was, was met niet eens het beste uit hen halen, wat ze dan zelf moeten doen. Maar het laten zien, het zichtbaar maken daarvan. En nu zijn daar dus de mogelijkheden
toen ik 12 was werkte ik al, mijn moeder werkte met jongeren en ik begeleidde ze al mee. Dus ik hoorde ze aan en en ik was er voor ze. En in 2008 deed ik dat ook voor mensen op toen ik als dj werkte. Dus het werkte als dj en producer, maar ik werkte samen met mijn management en begeleidde ik artiesten. En daarin wilde ik ze ook helpen om het beste uit zichzelf te halen. En in 2013 deed ik dat dus als manager en deed ik dat ook en ja wat ik net vertelde over ondernemers begeleiden, daar werkte ik ook door mensen echt te helpen om het beste uit zichzelf te halen. En toen dacht ik, maar wat is dat dan van dat stukje mediabedrijven? En dat komt omdat er dus heel veel ondernemers die hebben helemaal geen tijd voor content. Die zien content maken, media creëren dus ook als een noodzakelijk kwaad of een kostenpost of als gedoe. Terwijl al die ondernemers die hebben een bepaalde passie, een bepaalde potentie, een bepaalde kwaliteit en skill in zich.
Zo snel kon dat dat gaan. En wat er dan gebeurd is waarom de Nps ook de Nps is, is dat boven de 8 het moment dat jij ook en vooral wij Nederlanders zijn daar heel erg goed in of slecht in zou je kunnen zeggen, wij geven nogal makkelijk een 7. Maar vanaf de 8 ga je ook het merk in dit geval de telefoon, een telecom provider promoten, daarom heet het ook net promotor score, promoten aan andere mensen. Dus het doel is om ook zoveel mogelijk boven die 8 te scoren. Dus als dat cijfer stijgt van plus 23 naar plus 43, wat er dan gebeurt is dat er veel meer klanten, want het waren al klanten, reclame voor ons gingen maken. En opeens konden we ook zien dat de klantenservice, dus in plaats van een kostenpost, werd het een assortiment van marketing machine. Werd het een leadgeneratie die ervoor zorgde dat zonder extra geld, want ja de klantenservice was er toch, was toch al nodig, maar dat er toch meer klanten kwamen. En nu is de tijd voor content om dat voor elkaar te krijgen. En dat vind ik gave, die 2 werelden. Toen was de kanteling daar, overigens zijn er nog steeds bedrijven die de klantenservice als kostenpost en als een noodzakelijk kwaad
2030 moet elk bedrijf een mediabedrijf worden. En boem dat deed iets in mijn brein. Het stond direct in mijn geheugen gegrift. En nu denk jij misschien, hoezo een mediabedrijf? Ik ben personal trainer of ik ben trainer of consultant. Of ik heb een agency of ik bouw Saas. Of ik heb een koffietentje. Of ik ben elektricien, Hoezo mediabedrijf? Snap ik ook heel erg goed. Mediabedrijf in de originele zin is natuurlijk ook iets anders. Maar je zou kunnen zeggen, media bedrijf is gewoon het bezit van de distributie ervan op een manier die voor jou past. In een vorm die voor jou past. En wat ik dus ook interessant vind, media is ook gewoon niks anders dan beeld, audio enof tekst. Elk van die dingen en gecombineerd ook is gewoon media. Dus je zou het zo kunnen zien, een mediabedrijf. Je zou het in een framework moeten gieten. Media juice. Je hebt media, dat is de bron. Een sinaasappel en die ga je uitpersen. Dan hervorm je hoe het eruit
En hij ging steeds meer verzet tonen, Steeds meer schrijven erover, artikelen schrijven, papers schrijven, media opzoeken. Maar hij werd alleen maar voor gek verklaard. Terwijl hij letterlijk in het ziekenhuis het sterf te cijfer van 18 procent naar 2 procent heeft laten dalen. Door alleen maar handen te wassen. Maar dat is dus dat stukje vasthouden aan het oude en misschien wel een stukje ego wat gekrenkt wordt of een stukje angst wat daaronder zit, wat ik heel goed begrijp heb. Bij mij was het ook angst dat ik die optelsom ging maken van ja, negentienachtennegentig deed ik dat, 2010 dat. Dus ik ik mag gewicht in de schaal brengen Dat er helemaal niet toe doet. Dus die angst die snap ik. Maar dat was bij sambalweiss zelfs gegrond. Mensen hielden gewoon vast en maakten hem belachelijk. Hij belandde in een psychiatrische kliniek. En wat gebeurde? Hij had een wond en die wond werd niet goed behandeld omdat iemand met vieze handen die wond ging behandelen. En toen is hij daaraan aan een wondinfectie overleden. Dat is tragisch he? Omdat de rest van de gemeenschap vasthield aan het oude terwijl dat helemaal niet het beste was. De Semelweisreflex heet dat, zo is dat genoemd. En wat ik nu eigenlijk zie is dat het bij mij ook helemaal niet de angst is van de optelsom van ja, kan ik hier werkelijk iets over zeggen nu ik vanaf 19 98 daarin ben gerold en daar nog steeds mee bezig ben. Dat is helemaal niet de angst. Wat mij echt raakt is dat de pioniers nu met a I in een hele nieuwe wereld durven te stappen, dat durven te ontdekken, daar zich over uit durven te spreken. En dat is
tegenwoordig in deze tijd zijn we overgestapt op entiteiten werk. Dat is iets heel anders, dat is niet eens SEO in een andere gradatie, nee het is gewoon een heel ander vakgebied geworden. En die vraag is dus helemaal niet gek en de optelsom die ik in mijn hoofd maak is ook helemaal niet gek. Maar het speelveld is gewoon een ander ander veld geworden. Het is gewoon een ander vak geworden. En waar SEO dus paginawerk was, zitten we nu in het entiteiten tijdperk van a I. En hoe je dat kunt zien is dat je, je krijgt te maken met de rings of entity. De ringen van jouw entiteiten. Hoe je het kunt zien is dat jouw business daar, je hebt sowieso het DNA van je business, maar het DNA van jouw business wat zichtbaar is voor a I dat bepaalt wat jouw entiteiten zijn. Dus niet het DNA van je business maar dat wat zichtbaar is.
hé. Het gaat niet alleen meer om zoekwoorden, het gaat om pilaren, om groepen enzovoorts, clusters alles. Dus dat is ook rijker geworden, maar het is een ander vakgebied dan het entiteiten stuk. Maar die neurale paden bij mensen die zorgen ervoor dat ook bij mensen die helemaal vastgeroest zitten in het oude vakgebied, die gewoon veteranen zijn. Die missen het andere stukje, omdat dat andere stukje onzichtbaar wordt. Omdat je gewoon zo geconditioneerd bent op het oude. Een mooi of eigenlijk tragisch voorbeeld, vind ik echt een tragisch voorbeeld daarvan is Semmelweis. Die was in 1847 arts in benen. En waar hij achter kwam is dat een op de 5 vrouwen op het kraambed overleden nadat ze waren geholpen door artsen. Terwijl de verloskundige daar was het sterftecijfer maar 2 procent. Bizar groot verschil, zoveel vrouwen extra overledenen. En hoe kwam dat? Omdat de artsen die de vrouwen hielpen met bevallingen, die kwamen uit autopies. En zonder hun handen te wassen gingen ze dan de kraamvrouwen helpen. Bijna een op de 5 vrouwen stierf daardoor. En wat deden ze bij de verloskunde anders? Daar wasten ze hun handen met chloor en was het 2 procent. Dus sampleweiss die zorgde ervoor dat de artsen voortaan na een autoptie hun handen wasten met chloor en die brachten ook gewoon het sterftecijfer terug naar 2 procent. Maar wat gebeurde? Sampleweiss werd uitgelachen door de rest van de medische gemeenschap. Op een dusma daar aan de manier gewoon weggezet, gewoon belachelijk gemaakt dat hij psychisch gewoon onstabiel werd, Samuelweiss.
zijn jouw entiteiten. En de rings of entity die zeggen dat ook. Oké, 0, de kern dat is jouw business. En dan ring 1, dat is wat jouw business beschrijft op je eigen domein, op je eigen website. Dat is de eerste ring, daar heb je direct invloed op. Dan heb je daaromheen ring 2. Ring 2 is, daar heb je ook direct invloed op, namelijk alles wat je vanuit de bron en ring 1 creëert kun je dan in vorm veranderen en plaatsen op je eigen kanalen. LinkedIn, Facebook, YouTube, in je podcast kanalen enzovoorts. En dan heb je ring 3, dus de vierde ring als je 0 dus meerekent. Ring 3 dat zijn andere bronnen die over jou vertellen. En waarom heten die de rings of entity? Omdat entiteiten worden gestructureerd. Die worden geconstrueerd door a I op basis van wat er allemaal bekend is over jou, verdeeld over de rings of entity. Waar ik zei al SEO dat was echt paginawerk, omdat er echt gekeken werd naar pagina's en op basis daarvan werd er gerankt. AI rankt niet op die manier.
dan zou je denken ja dat werkt. Nee, want je bent niet relevant. Want iedereen vindt dat smerig, denk ik. Mij lijkt het in ieder geval super smerig. Dus je bent niet relevant. Dus je hebt ze wel echt alle 3 nodig. Je wil ook echt uniek zijn, uniciteit hebben, want anders ben je een entity of all. Als je ergens gaat staan, als je op een markt gaat staan en daar zijn al 2 viskramen en je gaat een derde viskraam daar neerzetten. Kan nog steeds werken want er is vraag, dat is een ander gesprek. Maar dan ben je niet entity of one. En dat is belangrijk en die opening waar je voorheen dus naar Google moest die versmalling dat voelt voor mij juist onnatuurlijk. En dat bewijs heb ik eigenlijk ook teruggevonden in de natuur. Want als jij denkt aan ik vind dat beeld zo zo vet om te zien ook. De sardientjes die zwemmen bij Zuid-Afrika. Zo'n school sardientjes.
is wat ik bij ondernemers zie, dat ze echt iets goeds willen overbrengen. Een goede dienst, een goede service, goede kennis om elkaar vooruit te brengen en het land niet voldoende, omdat het allemaal in die versmalling gegoten moest worden. En nu hoeft dat niet meer, want entiteiten zelf zijn wat breder. En waar het leeft is breder. De relevantie mag nog steeds wat smaller zijn. Maar die 2 andere assen die zijn gewoon veel breder. Dus het gewicht, gewichtigheid van wat jij probeert over te dragen als ondernemer is ook gewoon veel veel breder, veel gewichtiger. En dat maakt het ook makkelijker om jouw business, dit is een smal begrip nog uit te leggen, over te dragen aan een ander. Zodat een ander ook weet, daarvoor moet ik bij in mijn geval Paul zijn. Of daarvoor moet ik bij Merel zijn. Of daarvoor, daarvoor moet ik bij Frits zijn. Dat wordt nu veel makkelijker en ook omdat mensen in a I niet meer gaan kijken naar ik moet de perfecte zoekwoorden invoeren. Dus mensen openen zelf al die voeren gewoon in natuurlijke taal in, hey ik loop eraan tegenaan dat ik in mijn dating leven dat het me maar niet lukt om de juiste partner aan te trekken. Hoe zou ik daar wel aan kunnen komen? Wat moet ik aan mezelf veranderen of hoe kan ik ervoor zorgen dat ik wel de juiste partner
wat bij mij dus altijd al die vernauwing veroorzaakte, was dat ik als ondernemer steeds moest denken oké welke 3 keywords zijn precies de keywords die mij omschrijven in mijn business zodat Google daar een soort van memory op kon spelen. Dat was altijd de vernauwing en ik ben het beu om smal te spelen, want als ik soms een concept uitleg, dat is nu ook het geval in deze video. Het concept wat ik uitleg. Dan hoop ik dat dat gewicht wat hierin zit, de volledigheid ervan van wat bij mij en voor mij diep doordrongen is in mijn hele systeem dat dat overkomt bij jou. Maar doordat we voorheen leefden met versmallingen gingen we ook zo nadenken. Net zoals ik zo na ging denken toen ik naar Google ging en al meteen smal ging nadenken. Waardoor ik waarschijnlijk in Google het heel lang duurde totdat ik tot de juiste antwoord kwam. Het voordeel van Google is dat ze nu ook gemini gebruiken als ai-model. Maar dan heb je dus al het ai-model nodig om te openen. En mij raakt het altijd als ik dan vertel wat voor gewicht iets in de schaal brengt voor mij en dat over wil brengen op een ander en dat daar dan al die versmalling plaatsvindt en dan komt het bij een ander aan en dan is het veel lichter, veel platter dan datgene wat ik overbreng. En
ik voelde dat ik dacht ja, maar dat is logisch. Want ik probeer eigenlijk al het grootste deel van het antwoord te weten voordat ik de juiste keywords kan invoeren in Google om het juiste antwoord te vinden. En dat dat voelt heel erg smal, maar dat is hartstikke logisch natuurlijk want ja, we zijn zo geconditioneerd in de loop van de tijd. Voorheen was het zo dat we altijd een autoriteit hadden op een bepaald gebied. Bijvoorbeeld de
de uniciteit van jou en je business kan prima wat breder zijn. Want jouw business kan zich inzetten voor duurzaamheid en het klimaat, maar ondertussen ook voor de gezondheid. Maakt allemaal niet uit. Het kan gewoon veel breder, veel dieper gaan en dat kan leven over het hele internet. De distributie kan dus ook op heel veel verschillende plekken plaatsvinden. Want wat het is is AI die construeert, die vat eigenlijk samen wat het overal ziet. Dus het is belangrijk dat ook er uniciteit is, dat er in die uniciteit ook op dezelfde plek overal hetzelfde wordt gezegd over jou. Want op het moment dat jij op de ene plek het 1 zegt en op de andere plek het ander en a I gaat dat samenvatten dan ja, wordt dat of een te brede samenvatting of a I snapt niet eens dat die 2 dingen allebei van jou is. Dus de relevantie moet wel scherp zijn, maar de distributie kan over heel veel kanalen tegelijk gaan. Je hoeft niet meer je best te doen om nummer 1 te worden in Google.
